In today’s rapidly accelerating environment, the entrepreneurs and founding teams of some of the world’s most innovative companies face constantly advancing challenges. Right now, emerging blockchain brands are entering into a wildly competitive and increasingly saturated space – with the pace of evolution only set to grow.
As new businesses strive to establish their presence, master their offering, launch their concept and attract the attention of investors, it’s easy for crucial branding elements – such as core messaging, visuals and content – to fall by the wayside. But in the age of constant communication – an era in which consumers are increasingly looking to actively participate and deeply identify with the brands they choose – simply having a great service is not enough, no matter how unique your tech or idea.
Driving engagement through clarity
At Grow, our branding process seeks to unlock greater value for businesses by centering on simplicity, clarity and customer-centricity. Often, new brands in a space as young and fast-moving as crypto come to us with highly imaginative ideas and deep technical expertise, but they lack the tools to communicate their message and mission in a way that speaks to today’s audiences.
The blockchain space can seem impenetrable to many who are on the outside, and the technical projects can even be confusing to experts. But that perception of overwhelming complexity is a symptom of the types of messaging being communicated, and the way that messaging is being presented. When it comes to telling compelling brand stories for today’s high-potential companies, discretion, nuance, and clarity are key.
The majority of the global population benefits from the internet without understanding its highly technical inner workings, and the same should be true for blockchain. The challenge is getting to the heart of the human story, aligning the key messaging in a way that resonates with the target audience while communicating clear use cases that make real-world sense, then using that as a foundation for driving lasting engagement.
Leveraging the StoryBrand Framework
The Grow Studio branding approach is based on the StoryBrand Framework – a marketing tool that helps businesses refine their messaging through the power of storytelling. The key element of StoryBranding is shifting focus from brand to end-user. By placing the customer at the center of everything, organizations can begin to think of themselves as a valuable asset to their audience’s lives, and craft a compelling narrative that proves it.
The StoryBrand Framework’s method of positioning the customer as the ‘hero’ and the brand as a ‘guide’ is proven to drive lasting engagement, as it drives end-users to realize the central role they play in digital advancement. By understanding that the brand in question is there to aid their own journey of discovery, customers not only develop a bond, but they can instantly see the utility in what that brand has to offer.
Defining the key messaging
As a StoryBrand specialist, Grow works with leadership teams to first define and align on the most relevant parts of the brand narrative. We begin with a detailed onboarding questionnaire, allowing relevant stakeholders time to reflect on various aspects of their offering and capture the most salient points. This includes everything from current strengths and weaknesses, to core USPs.
With the onboarding form completed, we host a discovery session, bringing our branding and content experts together to discuss the key elements of the brand, and gain a deeper understanding of how their products and services solve customers’ key problems and challenges. With the audience so central to the effectiveness of the StoryBrand Framework, this collaborative approach is crucial in building a suite of branding assets that not only resonates, but stands the test of time.
Crafting a unique story
With a unique blend of knowledge across StoryBranding, marketing, and content production, Grow Studio has the ability to translate all inputs gathered in a set of marketing materials that speak directly to the target audience.
That process starts with the creation of a playbook – a document that lays out the brand’s story, values, USPs and personality in a way that answers specific customer needs. The playbook not only helps the brand orientate itself in its space and align on exactly how and why it offers value; it also forms the foundation for a range of assets – from animation to articles, explainers to educational materials – while also acting as the central resource for embedding consistency within each vertical.
Evolving in line with brand and market developments
While we take a bespoke approach to building out our detailed content strategies for each client, the StoryBrand Framework is a powerful tool for creating meaningful engagement and content that truly sets brands apart. After the initial collaboration, playbook creation and content production phases, we work on an ongoing basis with brands to evolve their stories and ensure they consistently align with their offering and their customers. This continuous work is especially key for brands at the start of their journey, when they may still be undergoing a process of product and market refinement.
From initial concept to market leadership, Grow Studio is here to elevate brands and create impact that will last, ensuring successful product launches and sustained impact with audiences.